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Design of McCann Truth Central’s Truth About Affluence, which aims to help brands engage the top 20% by painting a portrait of today’s affluent consumer. To ramp up interest before the launch, a tongue-in-cheek invitation was sent out to top luxury brands, featuring a hand-carved wooden spoon that served to highlight the study’s findings of the changes in today’s affluent culture, as compared to the stereotypical “silver spoon-fed” group of years past. An excerpt of this work was published in a 2014 publication of Sendenkaigi (the leading publisher of marketing communications magazines and books in Japan.)